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The Association between Message Framing and Intention to Vaccinate Predictive of Hepatitis A Vaccine Uptake

Author

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  • Nora Satybaldiyeva

    (Division of Epidemiology and Biostatistics, School of Public Health, San Diego State University, San Diego, CA 92182, USA)

  • Lourdes S. Martinez

    (School of Communication, San Diego State University, San Diego, CA 92182, USA)

  • Brittany Cooper

    (Division of Epidemiology and Biostatistics, School of Public Health, San Diego State University, San Diego, CA 92182, USA)

  • Eyal Oren

    (Division of Epidemiology and Biostatistics, School of Public Health, San Diego State University, San Diego, CA 92182, USA)

Abstract

As ongoing, sporadic outbreaks of hepatitis A virus (HAV) infections present public health challenges, it is critical to understand public perceptions about HAV, especially regarding vaccination. This study examines whether message framing changes the intention to vaccinate against HAV and self-reported vaccine behavior. Using a randomized controlled trial (N = 472) in February 2019 via Amazon Mechanical Turk, participants were randomized to one of four HAV vaccination message groups or a no-message control group. The message groups varied in their emphasis on the nature of outcomes (gain versus loss) and for whom (individual versus collective). The message frames were compared by intention to vaccinate, differences in message characteristics, and behavioral determinants. There was no difference in intention to vaccinate between gain- versus loss-framed messages (MD = 0.1, 95% CI = −0.1, 0.3) and individual- versus collective-framed messages (MD = 0.1, 95% CI = −0.1, 0.3). The intention to vaccinate against HAV in the no-message control group was very similar to that in the message groups. However, gain-framed messages were rated more positively in valence than loss-framed messages (MD = −0.5, 95% CI = −0.7, −0.3), which may be helpful for cultivating a positive public perception of HAV vaccination. The study also highlights the importance of comparing message frames to a no-message control in designing health communication messaging promoting HAV vaccination.

Suggested Citation

  • Nora Satybaldiyeva & Lourdes S. Martinez & Brittany Cooper & Eyal Oren, 2024. "The Association between Message Framing and Intention to Vaccinate Predictive of Hepatitis A Vaccine Uptake," IJERPH, MDPI, vol. 21(2), pages 1-12, February.
    • Handle: RePEc:gam:jijerp:v:21:y:2024:i:2:p:207-:d:1336962
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    References listed on IDEAS

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    1. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    2. Levin, Irwin P. & Schneider, Sandra L. & Gaeth, Gary J., 1998. "All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(2), pages 149-188, November.
    3. WeiMing Ye & Qian Li & Shubin Yu, 2021. "Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students," IJERPH, MDPI, vol. 18(18), pages 1-13, September.
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